Connecticut’s 2025 “Pizza Capital of the US” Tourism Campaign
Connecticut has launched an audacious tourism campaign in 2025 declaring itself the “Pizza Capital of the United States.” Centered on the state’s renowned apizza (New Haven-style pizza), the campaign deploys bold marketing stunts – from cheeky billboards in New York City to a pizza hotline – inviting a national debate over which region truly serves the best pie. This report examines the campaign’s strategy, the media and public response, engagement metrics, and the broader cultural and economic implications for Connecticut’s tourism branding. Key elements and impacts are summarized in tables below for clarity.
Background: Laying Claim to the ‘Pizza Capital’ Title
Connecticut’s pizza pride didn’t emerge overnight – it has deep cultural roots and a recent history of playful one-upmanship. In 2024, Congresswoman Rosa DeLauro proclaimed Connecticut the “Pizza Capital of the United States,” and Governor Ned Lamont approved new highway welcome signs touting the title. One such sign at the New York border proudly greeted drivers with “Home of the Pizza Capital of the U.S.” – a move that sparked immediate reactions. The sign went viral on social media, drew mockery from neighboring states, and even earned a segment on The Late Show with Stephen Colbert. Despite the jeers, Connecticut’s leaders embraced the buzz. The viral moment set the stage for a larger campaign to prove that Connecticut’s pizza culture is second to none.
Building on that momentum, state officials announced a comprehensive initiative on Feb. 7, 2025, to celebrate Connecticut’s “world-famous pizza culture.” This initiative blended food, fashion, art, and events to bolster Connecticut’s pizza credentials. Highlights included a nine-foot art installation made of highway signs (“The Pizza State” sculpture) and pizza-themed Nike sneakers for charity. All of these efforts reinforced a singular message: Connecticut is owning its identity as the Pizza Capital, and inviting the world to take notice (and take a bite).
Bold Marketing Strategy: NYC Billboard Blitz and Beyond
- NYC Billboard Blitz: Five bold billboards across Manhattan and Brooklyn with slogans like “The nation’s best pizza – not you, New York.” Locations include Times Square, Little Italy, Williamsburg, and more.
- NYC Subway Ads: Digital screens in major subway stations, echoing the campaign’s taunting slogans.
- Digital Ads in Rival Cities: Targeted online ads in Chicago, Detroit, and New Jersey, poking fun at each city’s pizza.
- 1-844-CT-PIZZA Hotline: A toll-free number where pizza lovers and haters alike can call in their opinions. Some of the best voicemails will be used in future social posts!
- BetterPizzaInCT.com: Interactive website for people to weigh in on the pizza debate.
- Pizza Capital Trail Vote: A statewide public vote with over 13,000 votes cast to name Connecticut’s top pizzerias. The top 100 will become a Pizza Trail launching in October 2025.
- Pizza-Themed Events: From fashion shows with pizza-themed sneakers to an attempt to break the Guinness World Record for the largest pizza party in New Haven!
| Campaign Element | Description and Highlights | Launch/Details |
|---|---|---|
| NYC Billboard Blitz | 5 billboards across Manhattan & Brooklyn with provocative slogans (“Not you, New York,” “NYC takes the L,” etc.). Aimed at stirring debate and media attention in New York. | Launched June 2, 2025. Locations: Times Square, 9th Ave & 40th, Mott St., 6th Ave, Williamsburg (Brooklyn). |
| NYC Subway Liveboards | Digital transit ads in major NYC subway stations echoing the billboard taunts (e.g. 42nd St-Times Sq, Herald Sq, Union Sq, etc.). | Launched June 2025 alongside billboards. High-traffic commuter targets in Manhattan & Brooklyn. |
| Digital Ads in Rival Cities | Online/social ads targeting other pizza-famous locales with snarky jabs: Chicago – “Need a fork for your slice? Then it’s not pizza.”; Detroit – “Cheesy. Thick. Pan-baked. That’s not pizza. It’s casserole with confidence.”; New Jersey – “Jersey knows a real pie when they see one. So you know CT is better.” | Launched June 2025. Geofenced to pizza hub audiences (Midwest, NJ). Challenges other regions to “join the debate and pick a side”. |
| 1-844-CT-PIZZA Hotline | A toll-free number inviting the public to call and react. Callers hear a cheeky voicemail and messages are recorded for potential use in campaign social content. | Launched June 2025. Number promoted on billboards and ads; encourages engagement and feedback. |
| BetterPizzaInCT.com Website | An interactive campaign microsite where visitors can “weigh in” on the pizza debate – agree or argue with CT’s claim. QR codes on billboards link here. | Launched June 2025. Serves as an online hub for the campaign, gathering written opinions and tallying public sentiment. |
| “Pizza Capital Trail” Vote | A statewide public vote to identify Connecticut’s top 100 pizzerias, positioning those eateries as a living “Pizza Trail” attraction. Top 20 vote-getters announced in May. Winners span the state, highlighting pizza diversity in CT. | Voting opened Pi Day (3/14/2025) and closed May 1, 2025. Over 13,000 votes cast. Top 100 pizzerias will launch as a tour October 2025. |
| Top 100 Pizza Trail & Tour | A tourism trail and map connecting the 100 highest-voted pizzerias across Connecticut. Trail includes media/influencer tours, events, and more. | Trail map and tourism materials to be released late Sept 2025. Launch event Oct 1, 2025, includes a pizza-themed bus tour for press/influencers. |
| Pizza-Themed Events & Collabs | Pizza fashion show, art installations, and an attempt to break the Guinness World Record for the largest pizza party. Engages businesses and the community statewide. | Rolling out throughout 2025. Adds authenticity, buzz, and statewide business engagement. |
Public Reaction and Media Buzz
- Media Buzz: Over 2,000 news hits including national press, local TV, and late-night TV coverage (like Stephen Colbert).
- Viral Social Media: Hashtags like #CTPizza, heated debates, and playful clapbacks from officials in New York, New Jersey, and Massachusetts.
- Pizza Trail Vote: Over 13,000 votes cast. Top 20 pizzerias include Modern Apizza (#1), Frank Pepe’s (#2), and Sally’s (#3).
- Economic Impact: Local pizzerias report increased foot traffic; food tourism expected to rise when the Pizza Trail opens statewide.
- Engagement: Thousands of phone calls to the pizza hotline and submissions on the website. Community engagement at an all-time high.
| Engagement / Reach Metric | Details (as of June 2025) |
|---|---|
| Public Pizza Votes Cast | 13,225 votes counted in the Pizza Capital Trail poll. Demonstrates strong resident engagement in identifying CT’s top pizzerias. |
| Top-Ranked Pizzeria | Modern Apizza of New Haven (#1 in public vote). Frank Pepe’s and Sally’s (New Haven) ranked #2 and #3. |
| Media Mentions (Press/TV) | 2,000+ media hits to date. Coverage ranges from local CT press to national outlets and late-night TV. |
| Social Media Viral Moments | Sept 2024: “Pizza Capital” highway sign goes viral. June 2025: NYC billboard campaign trends regionally. Officials describe it as “social media exploded.” |
| Hotline & Website Participation | Thousands of phone calls and website submissions. Selected comments to be shared by campaign officials. |
| Pizza Trail Tourism (Upcoming) | 100 pizzerias to be featured on the Connecticut Pizza Trail launching October 2025. Media events scheduled, expecting significant coverage. |
Cultural and Economic Implications for Connecticut
The campaign is more than catchy headlines – it’s a branding masterstroke turning Connecticut’s pizza into a core identity marker. Instead of a generic slogan, Connecticut is now known for pizza prowess and local pride. The Pizza Trail encourages culinary tourism, supporting small businesses, and inspiring statewide pride. The debate even challenges New York and Italy, putting Connecticut in the national food spotlight and inviting visitors to see for themselves.
BISTRO BUDDY Pizza Wars: Join the Battle!
BISTRO BUDDY is joining the pizza fight! Our Pizza Wars directory lets you:
- Submit your favorite pizza places in Connecticut and beyond.
- Review and rank pizza shops – your voice shapes the leaderboard.
- Vote in a continuous battle for the top spots; the rankings change with every new review and vote.
- Discover the best pizza near you and help crown new champions.
- Join the discussion: Share your hot takes, debate crust and sauce, and be part of a growing community that truly loves pizza.
Ready to join the ultimate pizza showdown? On BISTRO BUDDY
you can be part of the Pizza Wars in two ways: If you own or represent a pizza business, simply select "I am the OWNER" to claim or list your pizzeria and showcase your place in the competition. If you’re passionate about pizza or want to help shape the rankings as a food lover, choose "I am an INFLUENCER" to submit new pizza places, leave reviews, and vote for your favorites. Our platform makes it easy for owners and influencers alike to fuel the rankings—every review, vote, and comment changes the leaderboard in real time. Whether you’re defending your slice or rooting for your favorite, your contribution matters. The battle for pizza supremacy is ongoing—add your voice to the Pizza Wars today on BISTRO BUDDY!
Add your favorite pizza to our directory and click INFLUENCER or OWNER, write a review, and cast your vote now on BISTRO BUDDY!
Sources
- Connecticut Office of Tourism: ctvisit.com
- Governor’s Press Release: portal.ct.gov
- Middletown Press: middletownpress.com
- WFSB News: wfsb.com
- WSHU Public Radio: wshu.org
- Instagram: #SorryNotSorry Post
- Daily Voice: dailyvoice.com
- LinkedIn: Connecticut Department of Economic and Community Development
More Featured Events Near You
Featured Vendor Deals
